Critically discuss the following statement What is marketing Easy its Essay

Critically discuss the following statement What is marketing Easy its what marketers do - Essay Example A series of theories has been gradually developed aiming to help the transformation of marketing in accordance with the current market rules. Current paper focuses on the examination of the context and the role of marketing within the modern market; the specific field is evaluated using relevant theories – as published in the academic literature. Moreover, efforts are made in order to present and explain the practical implications of marketing – as these implications are understood and handled by marketers. It is concluded that the current forms of marketing are difficult to be fully explored and evaluated – being differentiated within each commercial sector; however, the theoretical explanations on marketing – as identified through the relevant literature – can help to understand the actual role of marketing in the modern market but also its potentials for further transformation in the future. 2. Marketing – Description and functions 2.1 The context of marketing - definitions One of the key characteristics of marketing is its ability to be transformed being aligned with the market trends and demands. Initially, marketing was a discipline rather foreign to academic study; it had been rather considered as a series of practices used by professionals who deal with the promotion of products/ services within a pre-arranged market (also known as target market); the above issue is highlighted in the study of Baker et al. (1998) who noted that marketing gradually entered the academic field of knowledge; however, despite the fact that a wide range of studies has been developed in regard to the content and the role of market, still there are many of its aspects that are not clear (Baker et al 1998). Probably the reason is that the changes of the market are too quick and extensive, marketing’s rules and forms are transformed - in order to be aligned with these changes - but there is no adequate time for the phases of this t ransformation to be monitored and evaluated. From a similar point of view Viardot (2004) noted that the context and the role of marketing can be differentiated when having to enter a particular sector; reference is made, for example, to the term ‘marketing for high tech firms’ (Viardot 2004, 1); it is suggested by Viardot (2004) that marketing is described as follows: ‘putting on the market’ (Viardot 2004, 2) – a description which presents the practical use of marketing as a range of tasks focusing on the achievement of a particular target. Baker et al. (2007) use a similar approach; they note that marketing is still in a period of transition from ‘a pure professional practice to an activity explained through appropriate theoretical models’ (Baker et al 2007, 3). Kotler et al. (2010) give a different, more analytical, description of marketing; in accordance with the above researchers, marketing is ‘the process of building profitabl e customer relationships by creating value for customers and capturing value in return’ (Kotler 2010, 53). In the above description marketing is presented as being closely related to customers; in this way, the main priority of marketers is set: marketers should focus on the development of the relationship between the products/ services

How effective have The European institutions been in dealing with the Dissertation

How effective have The European institutions been in dealing with the economic crisis - Dissertation Example It goes without saying that the game has evolved a fair bit over the past couple of centuries. While profits and returns will of course remain as the deciding factor when it comes to success, there are other factors that will also make a difference when it comes to the final result. Indeed, to succeed in today's economy requires one to have comprehensive understanding and mastery of business systems, marketing strategies, resource management and goal setting. And from there, both macro- and micromanagement skills are required in order to achieve the best possible results. Such may seem simple and easy enough at first. However, when considers how all these concepts are influenced by the various factors that affect the economy and the market itself, the truth of its complexity can easily be seen. Given how either economy or market conditions can change at the drop of a hat, the burden falls on the organization itself, as well as those running it, to make the necessary adjustments in re sponse. First and foremost, one needs to know the rules of the game in order to understand what his objectives ought to be, so that he might then strive toward them. Of course, it should also be noted that some ways of doing so are smarter and more effective than others, which explains the need to have effective marketing strategies. Different strategies have varying viability in various situations, and so one needs to consider this and then plan accordingly. One also needs to be able to be aware of his limitations with respect to resources, and thus keep those in mind as he does what he needs to do to succeed. And finally, just as one's strategies need to be viable and practical, so too must goals be set in a manner that is practical and realistic. Aiming high is always a good thing, but aiming far too high is not - in fact, it may even end up backfiring. At a glance, one can already guess at the complex and many-layered nature of the economy, but understanding the underlying struc tures reveal that even the word 'complex' hardly begins to describe it. The global economy in this day and age is such that neither capital nor technical knowledge alone will guarantee one's survival, especially in an increasingly competitive corporate environment. Most companies choose to deal with this by making sure to hire only the most competent and skilled employees. This is actually a valid strategy, and a rather effective one at that, considering that it is the company's employees who happen to be its single greatest untapped resource, and its biggest weapon in the fight to attain competitive advantage. Managerial staff also qualify to a lesser extent, if only because even their most brilliant strategies, schemes and plans will hardly bear any fruit without a competent workforce to put them into action. Conversely, even the most skilled employees will be limited in terms of their capabilities if their managers and supervisors leave much to be desired by way of competence. Ne edless to say, a company that has a competent workforce in addition to competent managerial staff stands the greatest chance of attaining competitive advantage. As has been stated, it is a perfectly legitimate and effective strategy for a company to keep an eye out for the most talented individuals to be recruited into their ranks to

Three most significant events in american history between 1877 and Essay

Three most significant events in american history between 1877 and 2014 - Essay Example The shortchanging of the minority groups by judicial misinterpretations of the Declaration of Independence in the 1800s, the Watergate scandal in the 1970s, and the assassination of John Kennedy in the 1960s are some of the most significant events that have shaped American history. Despite the promises heralded by the new laws after the dawn of independence, it is plausible that the former slaves, their descendants and all other ethnic and racial minority populations were not accorded equal regard and treatment under the law. As if to seal the fate of the Native Americans and African Americans who continued to be subjected to oppression, the highest court in the land delivered a landmark ruling in 1886 with the assertion that State authorities had the power to separate people into different races. The major caveat here was that the separation was justified provided that the separation facilities remained equal. The apparent â€Å"separate but equal† doctrine was a clear demonstration that even though independence had arrived in the United States, people of color had to wait a bit longer to reap the fruits of this freedom. The contradiction that persisted between the existence of slavery in America and the claim that all men are equal became a subject of debate when the Declaration was first published. As one media commentator wrote, the most truly ridiculous object in nature around that time was the country’s decision to sign independent declarations with one hand â€Å"and the other brandishing whip over its affrighted slaves â€Å"(Armitage 77). Even to this day, the idea of equality and freedom remains as paramount as ever to American politics and culture. One thing remains clear; the story of equality and freedom in America remains forever unfinished. The colored populations in America can only remain hopeful that as new definitions of freedom continue to emerge in the twenty-first-century, the true meaning and intentions of the Declaration will become clear

Linguistics writing Essay Example for Free

Linguistics writing Essay Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4]Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4] Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4] Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4]

Danone Marketing Strategy

Danone Marketing Strategy Danone is the worlds largest fresh dairy company with a thousand cups of Danone offerings being consumed every second around the world. It operated in India through a joint venture with the Britannia group till 2009. After the split, Danone India was setup as a wholly owned subsidiary of GroupeDanone with the aim of promoting fresh diary and milk products. The dairy industry benchmark suggests that the packaged yoghurt market in India could be about 60,000 tonnes, while the indigenous market comprising curd sold in loose pouches by local dairies may be about 140,000 tonnes. The major players in the organized segment include Amul, Nestle and some smaller regional players like Nandini in Karnataka and Milma in Kerala. Thus, India presents a promising opportunity to Danone especially with its differentiated emphasis on quality and freshness. With this in mind, Danone has launched its line of yoghurt in the select markets of Mumbai and Pune and is now targeting a market share of 12% in 5 years. This report outlines the marketing strategy decided by Danone to achieve these targets. Introduction Groupe Danone is engaged in the marketing and production of fresh dairy product and beverages. It is headquartered in Paris and is the fifth largest packaged food company in the world with just over 1% shares of global sales 1786 billion US$ in 2008. In recent years, the company has refocused its operation into three core markets water, fresh dairy products, baby food and medical nutrition. Danones principle product is Yoghurt. It is the worlds leading company in yogurt with 24% value sales in product category. Mission Danones mission is to provide healthy food products to as many people as possible. Our rationale for choosing Danone yoghurt is based on the following alarming statistics Under-nutrition contributes to 53 percent of the 9.7 million deaths of children under five each year in developing countries such as ours Iron deficiency is the most prevalent form of malnutrition worldwide, affecting an estimated 2 billion people. It is impairing the mental development of 40-60 percent children in developing countries Vitamin A deficiency affects approximately 25 percent of the developing worlds pre-schoolers. It is associated with blindness, susceptibility to disease and higher mortality rates. It leads to the death of approximately 1-3 million children each year. Iodine deficiency is the greatest single cause of mental retardation and brain damage. Worldwide, 1.9 billion people are at risk of iodine deficiency, which can easily be prevented by adding iodine to salt In light of the above, we found the following characteristics inherent in Danone yoghurt which made it more than just a convenient tasty snack: DANONE YOGHURT is fortified with 4 micro nutrients : Vitamin A, Iron, Zinc and Iodine keeping in mind the sheer number of Indians who suffer from deficiency of some or all of these nutrients Other benefits of yoghurt are: Nutritious texture The smooth creamy texture of yogurt comes from lactic acid, which is formed when milk ferments. Fermentation occurs using two lactic bacteria:  Streptococcus thermophilus  and  Lactobacillus delbrueckii var. bulgaricus. Improved digestion During fermentation, between 20 and 30% of milks lactose is converted to lactic acid. Since yogurt contains bacteria such as  ÃƒÅ¸-galactosidase, those who are lactose-intolerant can tolerate it better when they eat it. Yogurts texture makes it easier to digest. Due to its thickness, yogurt takes longer to move through the digestive system, allowing the lactase enzyme to break down lactose more efficiently and absorb nutrients effectively. Low fat Recommended fat intake represents between 20% and 35% of total energy intake and is normally 65 g a day for women and 90 g for men. Eating yogurt allows one to maintain these limits. With at most 5 g of fat per serving, yogurt is pure health food that is not just low fat, but also contains a host of other nutrients Another reason for choosing Danone yoghurt is that it has been launched very recently in Pune. As a part of the phased launch program in India, Danone yogurts were initially made available in three flavors (strawberry, mango and vanilla) across super marts and grocery stores in Pune and now Mumbai. Danone fortified yogurts have a shelf life of 15 days. While Danone Dahi is priced at Rs 27 for 400 grams and Rs 14 for 150 grams, flavored yogurts are priced at Rs 10 each for 100 gram pack size. Such a product which is in its initial stage of launching, gives us an opportunity, as marketing students, to analyze the Indian market for flavored yoghurt and develop a marketing plan for further expansion of Danone Yoghurt. Situational Analysis Yogurt is a fermented milk product prepared by blending bacterial cultures into the milk. In India, traditional yoghurt products such as dahi, sour milk drinks such as lassi and buttermilk used to br produced at home at very negligible cost. Many sections of consumers still prefer preparing such items at the home because of high costs of branded products in the market. But at the same time due to growth in the middle class section of society in big cities and increased awareness of nutritional value of such dairy items, accompanied by a fall in the per unit prices of processed dairy products, the sales of packaged dairy food products has grown in the last decade. Context Currently yoghurt in India is available in two forms namely: set and stirred. Set yoghurt is available in plastic cup containers usually in packs of 100 to 400 grams. It is particularly popular in the northern and western parts of the country. On the other hand the stirred or loose form is available in plastic pouches in packs of 100 ml to 500 ml quantity. These loose packs are more prevalent in the southern part of the country. Rising average income of households in the urban areas, increasing awareness about the health benefits of processed dairy products, combined with the increasing western influence in society has lead to a faster rate of growth in the demand for yoghurt and other sour milk products amongst the Indian consumers. Till very recently there was not much demand for flavored or fruit yoghurt among Indian consumers and most of people consumed it in plain form. Company Groupe Danone (Danone) is a global market leader in production and marketing of fresh dairy products and beverages. The group is headquartered in Paris, France and employs 76,044 people globally. The group recorded revenues of E 15,220 million (approximately $22,393.8 million) during FY2008, an increase of 19.1% over FY2007. The operating profit of the group was E 2,270 million (approximately $3,339.9 million) during FY2008, an increase of 33.8% over FY2007. The net profit was E 1,313 million (approximately $1,931.9 million) in FY2008, an increase of 10.8% over FY2007. The product line offered by the company include bottled water, savory snacks, dairy desserts, pro-biotic dairy products, beverages and fresh dairy products under more than 25 brand names. The key strengths of the company includes, strong global brand image, market leadership across a wide variety of product types and across geographies, diversified revenue model which reduces the risk and most importantly strategy of product innovation to strengthen groups competitiveness. With the focus on the healthy and nutritional dairy food products, Danone group has re-launched itself in India after its initial alliance with Britannia ended in 2007. The aim of the company is to grab a significant pie of the flavored and value-added milk product category, by differentiating itself through extensive product innovation. The key focus of the company would be on delivering products which have nutritional benefits and would be focused mainly on the health conscious people of the society. Competitors Karnataka Milk Corporation KMC with its flagship brand Nanadani accounted for the maximum share of yoghurt and sour milk product market in India till 2008. KMC didnt have a national presence, but was widely available in southern India especially Karnataka, which accounted for highest per-capita consumption of sour milk and yoghurt products. In addition to KMC, the Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) also occupied a major chunk of the market and both the companies had recorded a growth of about 1% during 2008. Nesvita, a pro-biotic yoghurt brand of Nestle, increased the market share of Nestle on accounts of increased demand for yoghurt among the consumers in 2009. Pricing was one of the most important factors in determining the market share of the brands. Due to low manufacturing costs, KMC and GCMMF were able to price their products at significantly lower levels as compared to national players like Nestle. For example a 200gm unit of nandani dahi is available for Rs 10 whereas the same quantity for Nestles Fresh and Natural Dahi costs Rs 13. Till 2009 Nestle and Yakult were only international players in the yoghurt market in India. State level cooperatives supported the domestic brands capability of having short shelf life, and so boosted the market for them compared to the international players. Also as late as 2008 there was no private label presence in the yoghurt and sour milk market in India. Collaborators Danone faces intense competition from local players like Karnataka Milk Corporation and Gujarat Co-operative Milk Marketing Federation Ltd. These local players have several advantages over an external player like Danone. For example due to low manufacturing costs and state funded cooperatives they are able to price their products low as compared to other players. Also, the distribution network of these local players is far more effective and penetrates deeper into the geographies, which is a major profit factor in dairy product industry. Also the supply of milk and culture to be used in the production process needs to have an efficient delivery system. To address such problems Danone has chalked out plans of joint ventures and partnerships with other players. It has partnered with Dynamix, as the co-manufacturer for Danone products in India. Also it has entered into a joint venture with Japanese pro-biotic dairy products manufacturer Yakult Honsha to launch pro-biotic yoghurt called Yakult distributed through the direct selling channel popularly known as the Yakult Ladies. Also Danone has partnered with several retail chains and distribution networks to make its product readily available to a wide audience. Customers The size of the Yoghurt market in India has increased by approximately 18% in 2008-09 in current value terms to reach Rs 6.5 billion. Sour milk drinks is the fastest growing category, with about 22% value increase in 2009. With the growing awareness about the nutritional and health benefits of the organic and cultured dairy products among the urban population of India, there has been a significant rise in the demand for such products. As the number of players offering such products are currently very few, there is a good business opportunity in this segment. The prospective consumers are people who value the nutritional and health benefits of processed and packaged diary food products. The key drivers which push the customer to look out of such products are the reliability and brand image of the vendor. The customers also place value on shelf-life and whether the product is made with natural ingredients. Packaging also plays an important role on consumer preference. The size of the packs available and the ease with which they can be consumed, stored and re-consumed is an important criteria for a consumer to make a product choice. Pricing of the various packs plays an important role in the ultimate buying decision of the consumers in India. The price needs to be decided by keeping in mind the per unit cost of production as well as the competitors price for the same quantity. Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Porters Diamond Determining Factors of National Advantage Factor Conditions: India has readily available cheap labor. Also skilled workers are in abundance in urban and semi-urban areas at low costs. The raw materials like the milk, culture are readily available all over the country. Setting up a manufacturing unit is comparatively easy in certain parts of the country due favorable state laws Demand Conditions With increasing awareness of nutritional and health benefits of packaged dairy products there has been a tremendous increase in the demand of such products The size of the Yoghurt market in India has increased by approximately 18% in 2008-09 in current value terms to reach Rs 6.5 billion Western influence over the middle and upper middle class has increased the demand Related and Supporting Industries Plans of joint ventures and partnerships with other players like Dynamix, as the co-manufacturer for Danone products in India Also it had entered into a joint venture with Japanese pro-biotic dairy products manufacturer Yakult Honsha to launch pro-biotic yoghurt called Yakult Ladies Denone has partnered with several retail chains and distribution networks to make its product readily available to the targeted customer segment Firm Strategy, Structure, and Rivalry Currently not many people aware of flavored and fruit yoghurt in India Local players like Karnataka Milk Corporation KMC etc enjoy a number of benefits over external players in terms of lower costs and better distribution systems No private label presence in the yoghurt and sour milk market in India currently Pricing plays an important role in decision making for Indian consumers Marketing Objectives Danones marketing objective is to gain 12% market share in five years till 2014. In a category dominated by well-established players, it will take considerable time to establish market leadership. While this would naturally be a long term goal for the company, its immediate goal should be to incrementally gain market share and create awareness for flavoured yoghurt as well as brand Danone. Marketing Strategies Segmentation Scheme, Segments Profile The market segmentation can be done using demographic and geographic variables. The demographic variables used are income, gender and age. The geographic segments are divided based on urban or rural locality inhabited by the population being segmented. By 2016, the share of middle-class households (defined as those having annual income of US$6,000-$30,000) in the top 20 Indian cities is estimated to move from 39% in 2007-08 to more 55%. High-income households (more than US$30,000) will triple in the same period to 13%. More importantly, the share of low-income households (below US$3,000) could halve to just 7% by 2016 compared to 16% in 2007-08. Such a gigantic shift in household demographics will have a huge impact on demand for everything from food and beverages and consumer electronics to clothing and personal transport. The urbanization of India is taking place at a faster rate than in the rest of the world. By 2030, 40.8% of Indias population will be living in urban areas compared to about 28.4% in 2007-08. The population in urban India saw rapid growth driven by birth and migration during 1995-2007 which will continue until 2015. The percentage of urban households increased from 26.9% to 29.3% in the period 1995-2007, and is expected to reach 31.8% by 2015. Target Segment and Rationale Thus based on the various socio-economic indicators mentioned above, the urban middle-class Indian family would prove to be a very attractive target segment. The choices of women and children play a huge part in deciding the food items consumed by a family. Married women who are educated and who are balancing busy careers with their families have comparatively less time to spend on daily cooking which has resulted in the increased popularity of packaged food. This trend is likely to continue as the number of working women is expected to increase over the coming years. Tweenagers (children in the age-group 10-14 years) have a high level of media awareness and influence family decision-making in urban India. An example of their influence is the success of breakfast cereals in urban India. Cereals are increasingly being consumed by young urban children within rich and middle-income families and Kellogg India has successfully taken advantage of this by positioning its cornflakes as a nutritious snack for children after school. Therefore it is important to target this segment of the population. But influential as they are, a singular focus on just the children can be detrimental as the proportion of tweenagers in the total population is estimated to fall by 0.2% from 2007 to 2015, owing to families opting to have fewer children. Positioning and Rationale For many years Indians have had a negative perception of packaged food as stale and inferior. But with greater information about product quality, the growing affordability and necessity of such goods has contributed to the changed perception of packaged goods as hygienic and high in quality, which in turn has led to the increased popularity of branded packaged goods. Due to greater investment in the power sector and the penetration of electricity to most parts of the country, the sale of domestic electrical appliances such as refrigerators is increasing. This factor too has led to an increase in sales of frozen and refrigerated packaged foods. Consumption of yoghurt in India is highest in Northern and western Indian where Indian yoghurt(curd ) is eaten sweet (as opposed to consuming yoghurt with savory foods like in most of South India)and this would provide an easier progression to flavoured yoghurt in terms of consumer tastes and preferences. The concept of flavoured yoghurt is common in western cuisine, and with middle-class urban Indian families eating out and expanding their culinary horizons more than ever before, they are highly likely to be open to the concept of flavoured yoghurt. Taking into consideration the above mentioned demographic, economic and social factors, Danone yoghurt can be positioned as a tasty and healthy versatile food option. It can be consumed as a snack between meals, as dessert, or even as part of a meal like breakfast. It differentiates itself based on the superior health benefits, taste and quality offered. Danone yoghurt is uniquely positioned as it offers the taste and enjoyment derived from consuming an indulgence food-item like ice-cream as well as the health and nutritional benefits of a health drink (Eg: malted health drinks). In this way it can marry the benefits of both products and differentiate itself from other value-added dairy and health food options present in the market. Market Research MARKET RESEARCH Background: When Danone launched Danone Yoghurt in Pune, they didnt undertake a very extensive market research process. The company was new to India therefore collecting valuable feedback on customer preferences and their attitude towards health snacks was more important. They conducted surveys and got feedback on aspects like their eating habits, number and type of flavors to launch etc. The company was reasonably confident of Danones acceptance in India as it has made the product work in countries with no exposure to fermented dairy whatsoever such as Indonesia. The Problem: What is the consumer perception of yoghurt in general and is there a profitable potential market for flavored yoghurt in India? Decision Alternatives: To increase the scope of Danone yoghurt in other cities beyond Pune and Mumbai To halt expansion The former would require expanding the manufacturing capacity and setting up more factories. Currently there is only one in Baramati (near Pune) in Maharashtra which caters to both Pune and Mumbai markets. Research Objective: To determine if India is ready for Flavored yoghurt and to see which specifications and preferences of consumers can the company cater to in order to capture a larger market share. Data sources: Primary data collected through a survey. This seemed to be the most effective way to gauge peoples knowledge, belief, preferences and satisfaction. For this purpose we developed a questionnaire. Total number of respondents: 76 The sample of people asked to fill the questionnaire ranged from children to elderly to working professionals, to adults who stay home. Danone has not specifically targeted any particular segment of people. The company has decided to cater to families as a whole. ANALYSIS OF RESULTS: Based on the responses to the questionnaire we can infer the following: Most respondents believe in eating and living healthy and feel that yoghurt is a healthy and nutritional alternative to other snacks and eatables. This is no surprise as there is a trend towards health consciousness among children and adults alike In purchasing a snack such as yoghurt, people rank flavor as the main criteria for making a decision. Price and fat content are considered to be other important factors. Among flavors, we found plain yoghurt (or dahi) is the most preferred followed by chocolate. This is expected as dahi is now part and parcel of our everyday meals and chocolate is popular among kids and adults. Besides these, strawberry and vanilla are also liked by the respondents. Danone is the first to offer vanilla flavored yoghurt in India. When asked to rate attributes in yoghurt on a scale of 1 to 5 (1 being the least important and 5 being the most important) respondents rated taste, flavor and health benefits (low fat) as the most important features. RECOMMENDATIONS BASED ON ANALYSIS People regard yoghurt first as tasty and then as healthy. Danones mission is providing healthy food products to as many people as possible. Danone is a food company and not a pharmaceutical company therefore while the basis of all their products is healthy content, they cannot and do not ignore the taste aspect. Respondents consume curd and other forms of yoghurt mostly between once to 5 times in a week. This boils down to a maximum of once a day. They purchase yoghurt mostly through food chains such as Reliance, More etc. and only about 36% purchase from local shops. Respondents gave considerable importance to availability of yoghurt. It is interesting to note that people are not willing to go out of their way to buy a particular brand of yoghurt especially if substitutes are available. Therefore, yoghurt should be readily available (even in local shops) to induce people to make a purchase and inch towards building brand loyalty for Danone. Since people are willing to pay Rs. 10 to 12 for plain yoghurt, flavored yoghurt can probably be priced marginally higher as it is viewed as a premium product. Marketing Action Plan The Marketing Action Plan deals with the 4Ps of marketing, i.e. Product, Price, Promotion and Place. We have outlined the marketing action plan for Danone Flavored Yoghurt below: Product Danone Flavoured Yoghurt is flavored spoonable yoghurt made from milk, Yoghurt cultures, flavors, stabilizers, whey protein concentrate and color. It is fortified with four micro nutrients Zinc, Vitamin A, Iodine and Iron. Danone Flavored Yoghurt does not contain any preservatives. It has a shelf life of 15 days. The product would be primarily positioned as a healthy snack that tastes good. It is currently available in four flavours in India. They are: Mango Strawberry Vanilla Plain The product is available in 100 g packages. Currently no other product sizes are available. Product Packaging Danone Yoghurt is packaged in a plastic container and vaccum-sealed using an Aluminium foil bearing the attractive logo and branding. The containers are well sterilized before the fermented milk is poured in so as to remove the yeast since that leads to the creation of moulds that destroy the yoghurt. In addition, some stabilizers are added at the final stage that prevent the occurrence of whey, the watery coat that is formed above the set yoghurt. Price The price of the Danone Flavoured Yoghurt is Rs.10 for 100 gm yoghurt. Since the main marketing strategy of Danone is to establish the brand in India and increase the market share, Danone has to apply market-penetration pricing techniques. The product is competitively priced to ensure wider consumer reach and to secure high volume growth. The operational cost involved in the manufacturing, marketing, distribution and retailing of 100 gm of flavoured product are as follows Advertising Objectives The aim of the advertising program will be to create awareness about the brand, to highlight the quality,taste and nutritional benefits of the product. Since Danone is new to India and flavoured yoghurt is in the introduction stage in the Indian market, the advertising has to create sufficient awareness about the product category among the customers and stimulate enough interest to promote trial of the product. The advertisements should also increase the brand awareness of Group Danone and communicate to the consumers that Danone is the largest company in dairy products in the world. The advertisements would be primarily targeted at the segment of urban, middle class families. Choice of media The main focus should be on television ads, as it reaches more urban families than any other medium. Display media such as billboards, signs etc., innovative promotion programs and point-of-sale promotions could also be implemented to ensure wider reach. Advertising Program Television Advertisements The television advertisements would be targeted at the urban, middle class families. We suggest that there should be two separate television advertisement strategies one for increasing the brand equity of Group Danone in India and one focused on building the awareness of Danone Flavoured Yoghurt. It is important to build the brand awareness of Danone as the urban middle class consumers in India are highly aspirational and would love to be associated with a world-class brand. Aspiration-led marketing and portrayal of brands as status symbols has worked well in the past with the Indian consumers. This could also create an edge against established competitors such as Amul or Nestle and aid in brand recall. The advertisement should be informative; the purpose here is to introduce the average Indian consumer to Danone as the worlds largest dairy group. The creative execution can focus on Danones history, its popularity across the world and essentially, the arrival of Danone in India. The product related television advertisement should be built around the product features, taste and health benefits, appetite appeal and the snacking occasions. One of the main intentions is to ensure that potential customers try out the product. The plain yoghurt is a part of Indian diet and is generally preferred over the flavoured yoghurt which has less appeal to the Indian palate. Hence, the advertising has to actively motivate the consumers to switch from traditional sour yoghurt to the flavoured yoghurt emphasizing on both the taste and the added health benefits and can feature men, women and children consuming flavoured yoghurt as part of their meals. It should have eye-catching visual imagery that promotes appetite, appealing music and preferably a story line that involves an urban family that represents the general consumer lifestyle and preferences. The strategy for the implementation of the advertising should be: Launch with a high-decibel advertising campaign to maximize the impact. This can be continued for three to four weeks. The advertisements should be mainly featured on television channels popular in the urban middle class families. General entertainment channels in Hindi as well as English and the television channels that target tweens and English movie channels have more viewership among the target segment. The programs which are most popular with the target segment and those that emphasize health and wellness should be focused on. Outdoor media Billboard and poster ads that complement the television advertisements and enhance the brand appeal should also be a major part of the communication plan. Danone already has implemented innovative promotion media such as the Blue Danone buses in Pune. These ads should contain memorable visuals and communicate detailed information to give the product greater visibility and appetite appeal. Print Media The print media advertisement can deliver detailed information about the brand and the nutritional and taste attributes of the product to the target customers. English newspapers and family magazines such as Readers Digest, Good Housekeeping etc. and health and wellness magazines reach a large base of urban consumers. Sales Promotions The purpose of the sales promotions such as coupons, contests, premiums etc. are to gain attention and to lead the consumer to purchase the product. Since the product is in the introduction stage, the main goal is to encourage trials and thereby adoption. The following sales promotion methods are suggested: Distribute free samples with popular family and health magazines Banded packs with other branded health foods such as breakfast cereals or fruit juices. Point-of-sale displays that are eye-catching Social Media Marketing The urban population is characterized by extensive use of internet media. Internet represents a powerful channel that can be proliferated for effective advertisement campaign. Social media marketing can be employed in the form of presence on networking sites like facebook, orkut and myspace. Forums can be created on these sites that can inform the users of the health benefits of yoghurt, latest technology and its effect on product quality. First hand feedback and consumer sentiments can be analyzed from what they say on these forums. This information can be used to improve product quality, packaging, introduce new flavours and improve consumer interaction and further reinforce the brand image in the minds of the consumer. Place The primary mode of distribution of Danone flavoured yoghurt is a single-level channel with only the retailer as the intermediary between Danone and the consumer. To ensure the freshness of the product, it is put in cold storage at 4 degrees Celsius after packaging and is transported in trucks to the warehouse. Danone is the first company in India to have cold chain from factory to warehouse and from warehouse to the retail shop. At present, Danone flavoured yoghurt is available only in Mumbai and Pune. Danone will be launched across India in three phases: Phase I: It would include marketing in the top 10 metros with use of modern retail chains Phase II: It would include the next 20 Tier 1 citi

Should Uber be Banned in London?

Should Uber be Banned in London? On September 22nd, 2017, the city of London, England declared that it will not re-issue Uber Technologies Inc.’s (â€Å"Uber† or the â€Å"Company†) private-car hiring license that was set to expire on September 30th, 2017. The months following led to an appeal to Transport for London (â€Å"TFL†) by Uber, which become a stalled and slow process that ultimately could take years to move forward. While the appeal could take up to a year to fully process, the commissioner of TFL, Mike Brown, and Uber were able to converse in early November over potential resolutions prior to Uber’s hearing in December (Smith, 2017). Although talks between the Company and TFL ultimately have not become deciding factors in the appeal, they are important in creating a professional dialogue between the two bodies. As the Company has tried its best to develop a relationship with the city of London, two Uber employees came into the public eye. Yaseen Aslam and James Farrar, two Uber drivers based in London won a legal dispute on behalf of a group of nineteen Uber drivers in early November. The dispute, which involved the category in which Uber drivers were to be placed, ended with upholding regulation to deem all drivers as workers for Uber rather than self-employed. This regulation enforces the Company to pay all of its workers a minimum wage, allow time off, and holiday pay (Rao, 2017). Another defeat in UK’s court system has not only damaged Uber’s reputation in the island nation even more but made the company’s London division increasingly susceptible to an unfavorable outcome in its upcoming December hearing. Financially, Uber has done very well, especially in the United Kingdom. Boasting over 3.5 Million users in London alone (Cummins), the giant ‘ride-share’ service company keeps over 40,000 people employed in the city (Rao, 2017). Simply put, Uber’s status as a licensed taxi or ‘ride-share’ service is very important to the economy of London and its people. Stakeholders in the company’s continued operation in the British capital include local users as well as far-reaching shareholders spanning the globe. It is because of Uber’s large role that we need to pose the question, â€Å"Should Uber be allowed to operate in London with less restrictive regulation than other taxi services?†. Stakeholder(s) Stakes Transport for London, governmental organization TFL’s stake is the well-being and protection of its citizens from malpractices and the legality of business operations dealing in transportation. Due to their power as the decision maker in renewing Uber’s license in London, they are considered one of the most powerful stakeholders. Uber driversDrivers of Uber are one of the most urgent and legitimate stakeholders because of the direct impact the decision would make on their jobs and careers. Uber drivers outside of London While not directly impacted by the outcome, Uber’s international drivers are affected by the possibility of other cities following in London’s footsteps of barring Uber. Uber clients in LondonUber is fairly popular in London, with 40% of the population having used Uber at one point. Their clients would have to find an alternative, such as using Black Cabs, which are generally more expensive. They are directly impacted by the outcome and the refore can be considered an urgent stakeholder as well as a legitimate one. Uber Shareholders/Investors As 5% of all of Uber’s revenue stream, London’s consumer base for Uber is a considerable market. Losing this market could dissuade potential and current investors and shareholders through lost faith in the company. These investors and shareholders are responsible for Uber’s existence as a company which makes them a very powerful, urgent, and legitimate group of stakeholders. New Car sales companies Since most Uber drivers use their own cars for transportation, and some Uber drivers buy and lease cars specifically so they can get potential discounts, the outcome of this decision will materially impact car sales. London Public Transit Commuters If Uber loses its license, there is a good chance that previous Uber clients will opt for public transportation which is a cheap alternative, causing a large influx of commuters and crowding the already crowded public tra nsportation options. London police Uber is well known to use anti-law enforcement business tactics. There is the distinct potential that if Uber’s right to operate is revoked, they may still operate under-the-radar causing more work for London’s police to make sure Uber is compliant with their laws. London’s air qualityLondon is notorious for having one of the worst air qualities in the EU, and reducing the number of people driving will help improve the air quality situation. This affects all Londoners and tourists. Gas stations Uber contributes to a decent amount of various gas station’s revenues, as their business is to drive all day which consumes gasoline. Reducing the amount and frequency of which people drive will affect their revenues as well. Black cab companies Black cab companies want the rule to be upheld, as they will directly benefit from Uber losing their license, as they are (an albeit expensive) substitute for Uber’s services. Black cab drivers Similar to the Black Cab company itself, black cab drivers only make money (generally) when they are driving clients. Since they will see an increase in volume, the black cab drivers will make more money. TX4 Hackney Carriage Black Cab manufacturers As the manufacturer of ‘black cabs’ TX4 has a direct stake in the decision determining Uber’s fate in London. With Uber gone the company can continue producing the same black cab’s that are part of London’s large private taxi service. Rental car companies Uber has a rental car program with some rental car companies so not all Uber drivers have to own their car. If Uber were to get pulled out of London, the revenues of London rental car companies would suffer as a direct result. The London Underground transportation service and system The London Underground will similarly profit as the black cab companies due to the relationship of being a substitute to Uber as well. London Banks When people or car sales companies buy cars, they get a loan from a bank. Fewer cars being sold reduces new loan volume. Additionally, Uber drivers relying on their job to pay off the car loan may be forced to sell or remit their car to the Bank. London Car commuters A reduced volume of drivers on the road will favor car commuters, reducing traffic and congestion. However, Uber clients who are new or are returning to driving their own car could pose a risk to current car commuters because of driving inexperience and unfamiliarity. Local wildlife, in and surrounding London. (Hawks, Foxes, Badgers, Ducks, Deer, and Others) Poor air quality, light pollution, and noise pollution all affect the local London wildlife. With more Uber drivers, especially those who are new to the London area, comes a greater chance of local wildlife having incidents with motor vehicles. Environmental activists (Love Clean Air, Client Earth, EPUK, EEA, LSx, WWF, and Others) Since London’s air quality and wildlife will not speak for itself, activist groups that represent both of these stakeholder groups will likely push for Uber to lose its operating license for the reasons that are stated in their respective sections. London Tourists Since Uber is the current combination of the cheapest and most convenient option for tourists, they will have to find alternate forms of transportation which may be either more expensive (cabs) or less convenient (transit). Potential Actions & Implications There are three clear potential actions that the Transport for London can take to resolve our ethical question, â€Å"Should Uber be allowed to operate in London with less restrictive regulation than other taxi services?† along with doing what is best for the Stakeholders involved on a legal and economic scale. They have the option of continuing to treat Uber as they currently are and apply no extra regulation or restrictions to Uber’s operations, create new regulation to specifically address Uber’s operations, or decide to let Uber’s operation permit expire thusly eliminating Uber from London. For the first option, letting Uber retain its current operations and re-instating its operations permit, Transport for London would continue to support Uber as â€Å"ride-share† service as opposed to a taxi service. The implications of this are that Transport for London would be encouraging the demise of the Black Cab industry in its current state, forcing either closure of said companies or a prompting the creation of new business models. In doing so, there could potentially be long-term benefits for the general London community who use ride-share and taxi services as their primary mode of transportation. This is because the Black Cab companies would be now directly competing with their modified business plans against Uber and any competition between companies is always good for consumers. Other stakeholders, such as car sales companies, other services that compliment car sales, gas stations, Uber drivers, Uber Investors, and London Tourists would similarly benefit from this decision. If Uber was allowed to continue operations as it currently is, this would have repercussions on stakeholders such as London’s police, The London Underground, the Black Cab companies and associated stakeholders, Transport for London as a governmental body, London’s air quality, London’s local wildlife, and the local London activist groups for the environment and wildlife such as detailed in the stakeholder table above. Uber is well known for its practices regarding law enforcement evasion through its â€Å"Greyball† program, which its sole purpose is to identify and blacklist any law enforcement personnel from using Uber’s services which is both a short-term issue and if it persists, can turn into a long-term issue. It can turn into a long-term issue because as well when trying to make sure Uber is compliant with government regulations, as it will be difficult to get an unbiased audit of Uber’s operations that are conducted by a law enforcement agency. The Black Cab companies and associated stakeholders along with the London Underground will continue to lose profits and employees unless they change their business models. This can make or break the Black Cab industry, as these Black Cab companies are almost as old as London itself and have not changed their business model since then. The environment and wildlife in and surrounding London will continue to have a deteriorating quality-of-life, because of the stated reasons in the Stakeholder table. These will have some measurable immediate impact, but the long-term effects are the most worrisome where pollution reaches a point of no return and is incurable. Because these detriments exceed the benefits that would be provided by letting Uber retain their operations license, this is not a recommended answer to our question. For the second option, letting Uber continue operations but with additional regulations, the Transport for London body would invoke regulations regarding Uber similar to those that apply to the Black Cab industry. Contrasting with the first option, this would potentially allow the Black Cab industry to survive under its current business model, albeit with a shift in pricing to efficiently compete with Uber. This would benefit the Black Cab industry to an extent, Uber and Black Cab users, car sales companies and associated services, gas stations, Uber investors, and Uber drivers. However, this decision would have repercussions on other stakeholders as well. Similar to the first option, the London police, The London Underground, Transport for London as a governmental body, London’s air quality, London’s local wildlife, and the local London activist groups for the environment and wildlife would also be negatively impacted by this course of action. Letting Uber continue operations but being restricted by additional regulations is a better solution than the first option because it benefits more stakeholders. However, it is still not our recommended solution. The negative impact that stems from letting Uber operate in London is too great a cost compared to letting their operations license expire. The third solution is to let Uber’s operation license expire. This recommendation is the complete opposite of the first solution and as a result, would imply Transport for London is condemning Uber. This would have inverse benefits and drawbacks as the first solution as well, meaning it would benefit London’s police, The London Underground, the Black Cab companies and associated stakeholders, Transport for London as a governmental body, London’s air quality, London’s local wildlife, and the local London activist groups for the environment and wildlife. Since Uber would no longer be able to operate in London, it would be a huge win for the Black Cab industry as a whole and would help London preserve its age-old transportation of choice. Additionally, the surrounding wildlife and atmosphere would benefit from the reduction of cars on the road and new drivers to the area. London’s police would no longer have to conduct wild-goose chases to make sure Uber is compliant with Transport for London’s regulations. Overall, it would be a benefit to the local London community. This would imply that Transport for London has London’s best interests at heart. Like with all decisions, there are costs associated with making said decisions. Uber moving out of London would be bad for Uber as a company, its employees, its investors, gasoline companies, and car sales and associated stakeholders. Most of these stakeholders are not from London, nor are residents in the UK. However, they are having a large negative impact on London as a whole, compared to the benefits they bring. This is our recommended solution. Recommendation & Cost of Implementation: As chair of Transport for London, I, Sadiq Khan, believe that the most ethical and overall best way to proceed with Uber in London is to recommend that they remain ineligible to renew their license and that no change be made to their status. With their current disregard for minimum wage and basic benefit packages for their employees, they violate London’s idea of operating under business practices deemed, ‘fine and proper’. By doing so I believe that we will be upholding the quality that Londoners have come to expect out of everyday businesses while also doing what we at TFL believe is best for our historic city. This will, in turn, mitigate possible blowback by the community for allowing Uber to continue operations that financially damage London’s public transportation and Black Cabs. There is a multitude of costs associated with this option, many of which must be estimated due to Uber’s financial records being strictly private between the company and perhaps investors (non-public corporation). As a company, which has over 40 thousand employees in London (as stated prior), it is fairly obvious that many people who work full time as ‘ride share’ drivers will be negatively affected by this decision. Since Uber has been deemed a taxi service in early November and thus must pay minimum wage ( £9.15 an hour) to employees in the United Kingdom, there is a possibility of a people losing upwards of  £380,640,000 (Assuming only half of all drivers in London are full time) each year and more, should they apply for unemployment due to the decision. This is, of course, an estimate and not a real working number of pounds lost by employees but while an estimate, it is not a figure that we at TFL take lightly. Since keeping this decision would essentially be changing nothing in terms of a recommendation, financial costs by the city of London, and Transport for London would be minimal to non-existent. That being said some businesses would suffer somewhat, such as car companies and automobile dealers in our city who have deals with Uber to rent and sell cars for the sole purpose of being used by the Company’s drivers. To add, there could be a small loss in terms of sales by gas stations, though it would possibly be partially offset by the increased use of Black Cabs and personal vehicles by the general public. Finally, a cost in terms of tax lost by Uber’s exile from operating in London would go unnoticed except for in the case of employee’s taxes, seeing as the company does not pay a large amount in taxes. In 2015, Uber’s London division only paid  £411,000 in taxes while making over  £23 Million (Bowers 2016). It’s safe to say a city such as ours, will not miss what little Uber had to offer both London and its people.  Ã‚   Overall the costs of implementing a solution that is already in effect register no change in current costs. Since finding Uber to be an unethical business dealing in unfair and otherwise unregulated business practices since this decision, we know that the Company is not one that we as a city can stand. References: Smith, Rebecca. â€Å"TFL Boss Plans Fresh Talks With Uber’s Chief Executive Officer Over Loss of London License† City AM (November 6, 2017) Rao, Prashant. â€Å"Uber Hit With New Blow in London as Panel says Drivers Aren’t Self-Employed† The New York Times (November 10, 2017) Cummins, Chip. Uber Is Losing Its Car-Hire License in London. What Happened? The Wall Street Journal (2017). . Bowers, Simon. â€Å"Uber’s Main UK Business Paid Only  £411,000 in Tax Last Year† The Guardian  (October 10, 2016)

Free Canterbury Tales Essays: The Knight and the Wife of Bath :: Wife of Bath Essays

The Character of the Knight of the Wife of Bath  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The knight from the "Wife of Bath's Tale" is not a very likable personality. His actions suggest he is just an abstract character, a receiver of the actions, who is used to give the tale's plot a meaning. Neither he nor other characters in the story are even mentioned by name. However, the traits of his character are very real and do exist in the real world. Brought together, they create an un-exciting personality of a man without a purpose in life. The knight is not very smart; he does not think about the consequences of his actions. Raping the girl is one example. In this act, he is guided only by his desires, without considering how right they are. But he doesn't think about the punishment either. The knight lives only for the present moment. Another example is the rash promise that he gives to the old hag. He agrees to do anything she wants in return for hearing the answer he is looking for. True, if he doesn't get an answer, he will lose his life. However, he doesn't think about the possibility that what the hag will want may turn out to be even worse, considering the fact that honor and personal integrity were valued more than life in those times. A thoughtful person, such as Sir Gawain from Morte Darthur, would have inquired more about the woman's wish, before making such an agreement. The knight is also an ungrateful person. The hag saves him from a certain death and then requests that he marry her. In light of the events, the knight should be grateful to escape death, but instead he views the marriage to his savior as another form of the same punishment. He agrees only because he is bound by the promise, and the chivalric code forces him to keep it. In addition, the knight's thoughts are easily influenced by other people. Apparently, he recognizes the fact that he is often wrong and listens to the opinions of others. But he adopts those opinions without thinking them through for himself. This happens when the old hag says she knows what women most want; the knight doesn't question that knowledge. However, by the time he meets the hag, he has listened to many other women who weren't very consistent in their suggestions.